While China's online share of retail sales growth continues to rocket from 21% in 2014 to 55% in 2018, the eventual saturation of the mobile market will see retail brands seeking new avenues for growth.

Tesco, the largest supermarket chain in the UK, is developing checkout-free technology in some of its stores that would enable shoppers to fill their baskets and leave without having to spend time queuing for a cashier.

Wicked Kitchen, a plant-based ready meal brand made exclusively for supermarket Tesco, launched its brand with packaging that featured a chef’s knife, alluding to skilled chefs, to increase sales in the UK.

Starbucks, a coffee company and coffeehouse chain, engaged with UK customers by launching a social media campaign across a number of years, which saw it make its cups an icon and launch a series of events.